Email Marketing: How Overcoming 3 Common Errors Increased Clickthrough Rate by 104%

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Email Messaging: How overcoming 3 common errors increased clickthrough 104%

Sponsored by:

Daniel Burstein Jon PowellDirector of Editorial Content Sr. Manager, Research & StrategyMECLABS MECLABS

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• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa @DanielBurstein

• Jon Powell, Senior Manager of Research and Strategy MECLABS/MarketingSherpa @JonPowell31

Introductions

https://twitter.com/danielburstein

https://twitter.com/jonpowell31

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MarketingSherpa is a research and publishing organization serving the marketing community

• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement

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• We surveyed over 3,000 marketers focused on lead generation to uncover:

• Top challenges• Best marketing tactics• Lead scoring, nurturing and management• Content strategies• Marketing automation• Marketing analysis• Marketing operations and metrics

• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion

Research Background

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• Subject line (e.g. phrasing, length)• Message (e.g. headline, body, closing)• Layout and images• Call-to-action• Days of the week sent

POLL: Which email element do you test most often?

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Most popular email elements to test

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Most effective elements to test

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Background and Test Design

Background: Largest physician-only social network which offers its knowledge base to pharmaceutical companies.

Goal: To increase email clickthrough from rented list to landing page.

Primary research question: Which email will generate the highest clickthrough rate?

Approach: Multifactor sequential (year-to-year) test.

Experiment ID: Email Messaging TestLocation: MarketingExperiments Research Library

Research Notes:

�

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Company

Value is buried in second paragraph and at top above the eye-path.

Offer in email is for a 30-minute demo.

Call-to-action requires a relatively high commitment.

Experiment: Email controlControl Subject Line: Engage physicians through social media

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Company Name

Name

Name

Name

Name

Name

Number

Value is clearly communicated in headline and first paragraph.

Less commitment required in offer and call-to-action.

Experiment: Email treatmentTreatment Subject Line: Reach 120,000 physicians through social media

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Company Name

Name

Name

Name

NumberCompany

Control Treatment

Experiment: Side-by-side

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Versions Clickthrough Rate Relative difference

Control 1.55% -

Treatment 3.16% 104%

104% increase in conversion The treatment generated a 104% higher clickthrough rate.

What you need to understand: By changing the messaging of the email to reflect the Research Partner’s value proposition, we were able to generate a 104% lift in clickthrough rate.

Experiment: Results

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Today, we will walk through THREE of the most common errors in email messaging, and apply these key insights live to audience-submitted campaigns.

3 common errors in email messaging

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Error #1: Macro Distortion

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The Model is BrokenERROR #1: Macro Distortion

$

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The Micro-Decision FunnelERROR #1: Macro Distortion

DVP

DVP

g =

9.81

m/s

2

DVP

CVP

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The Macro ConversionERROR #1: Macro Distortion

Company Name

Name

Number

Name

Company Name

Name

Name

Name

Name

Name

Number

Email (CTR)

Landing Page (CVR)

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Subject Line

Email Landing Page

Headline

First Paragraph

Body

Call-to-action

Headline

Sub-headline

First Paragraph

Body

Call-to-action

Company Name

Name

Name

Name

Name

Name

Number

Company Name

Name

Number

Name

The Micro ConversionsERROR #1: Macro Distortion

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Company Name

Name

Name

Name

Name

Name

NumberSubject Line

Email

Treatment Subject Line: Reach 120,000 Physicians through Social Media

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Company Name

Name

Name

Name

Name

Name

NumberSubject Line

Headline

Email

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Company Name

Name

Name

Name

Name

Name

NumberSubject Line

Headline

First Two Inches

Email

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Company Name

Name

Name

Name

Name

Name

NumberSubject Line

Headline

First Two Inches

Body

Email

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Headline

Company Name

Name

Number

Name

Landing Page

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Company Name

Name

Number

Name

First Two Inches

Headline

Landing Page

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Company Name

Name

Number

Name

First Two Inches

Body

Headline

Landing Page

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Company Name

Name

Number

Name

First Two Inches

Body

CTA

Headline

Landing Page

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Subject Line

Headline

First Paragraph

Body

CTA

Headline

First Paragraph

Body

CTA

Email LP

Sub-headline

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Error #2: Conflated Objectives

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Subject Line

Headline

First Two Inches

Body

CTA

Headline

First Two Inches

Body

CTA

Email

LP

Note: At each stage in the email journey, you should only sell the next micro-conversion.

Conflated ObjectivesERROR #2: Conflated Objectives

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Subject Line

Headline

First Two Inches

Body

CTA

Headline

First Two Inches

Body

CTA

Email

Landing Page

But This

Headline

Landing PageSubject Line

Headline

First Two Inches

Body

CTA

First Two Inches

Body

CTA

Email

Not This

Conflated Objectives: ExampleERROR #2: Conflated Objectives

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Company

Not This

Instances of Conflation:

• IOC #1: Sells the 30-minute demo in first paragraph.

• IOC #2: Starts selling “online tools” before explaining benefits.

• IOC #3: Asks reader to get started when they may not be ready to start.


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Company Name

Name

Name

Name

Name

Name

Number

But This

• Each section of the page guides the reader through a logical series of micro-conversions.

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• Little to no value in headline and first two inches.

• At least two competing calls-to-action.

Not This


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Re: The Research Results You Requested

Dear MarketingExperiments Subscriber,

As the Director of MECLABS Group, I felt it was important to personally inform you regarding one of the most significant breakthroughs in the history of our paid search experimentation.

In this study, we were able to reduce cost by 35% and yet increase conversion by 300%. You can find out more by clicking here.

Perhaps this breakthrough will help you improve your paid search ROI.

Dr. Flint McGlaughlinDirectorMECLABS Group

P.S. This link will only be active for 24 hours; we are trying to get this information to our subscribers before it reaches the media.

But This

• Each section of the page guides the reader through a logical series of micro-conversions.


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Your email says exactly what’s on the landing page.

Your email takes more than 30 seconds to read from beginning to end.

Your email looks and feels just like a webpage.

Your email looks and feels like a magazine.

Your email has more than one central call-to-action.

Your Email Might Be Conflated If…ERROR #2: Conflated Objectives

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Error #3: Assumed Value

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Note: At each micro-conversion in the email journey, there is a value exchange.

For each micro-conversion, we must calculate and deliver the needed perceived value for the prospect to move to the next micro-conversion.

Perceived CostPerceived Value

The Value Exchange FulcrumERROR #3: Assumed Value

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Derivative Value PropositionsERROR #3: Assumed Value

1

3

2

Question: Why should [PROSPECT A] buy from you rather than any of your competitors?

Question: Why should your ideal prospect buy from you rather than any of your competitors?

Question: Why should [PROSPECT A] buy this product rather than any other product?

Question: Why should [PROSPECT A] click this PPC ad rather than any other PPC ad?

Prospect APros

pect

C

Prospect B

PRODUCT

#3

PRODUCT

#4

PRODUCT

#1

PRODUCT

#2PRODUCT

#3

PRODUCT

#4

PRODUCT

#2

PRODUCT

#3

PRODUCT

#4

Central Value

Proposition

Conversion steps associated with a specific product.

PRODUCT

#2

The Value Proposition Spectrum

PROSPECT-LEVEL

PROCESS-LEVEL

PRODUCT

#1PRODUCT

#1

PRODUCT-LEVEL

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Company

Not This

• Where’s the value?

Assumed Value: ExampleERROR #3: Assumed Value

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Assumed Value: ExampleERROR #3: Assumed Value

Company Name

Name

Name

Name

Name

Name

Number

But This

• Each micro-conversion step provides just enough value to move the prospect to the next one.

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Live Optimization

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Live Optimization

Primary Objective: Call in and sign up for DISH service

Target Audience: Homepage opt-ins

Value Proposition Submitted: $50 gift card

US Dish

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Live Optimization US Dish

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Live Optimization

Primary Objective: Drive webinar registration for new product

Target Audience: Clinical operations & IT executives

Value Proposition Submitted: Reduce time and cost of clinical trial management

nextdocs

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Live Optimizationnextdocs

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Live Optimization

Primary Objective: Lead Generation and Cross-Selling

Target Audience: Current Direct365 customers from any service

Value Proposition Submitted: 2 weeks free servicing when a contract is taken out

Direct365

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Live OptimizationDirect365

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Live Optimization

Primary Objective: Inform subscribers about Easter sale

Target Audience: Families

Value Proposition Submitted: Price, customization and providing comfort

Cuddletunes

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Live OptimizationCuddletunes

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Live Optimization

Primary Objective: To get people to register and attend this webinar on rural call completion issues

Target Audience: Telecom Engineers, Service Providers, Government Official

Value Proposition Submitted: To listen to the experts involved with creating the handbook discuss their findings of best practices for dealing with rural call completion issues

Atis

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Live OptimizationAtis

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Live Optimization

Primary Objective: Re-engagement, lead-gen, generating website traffic and ad revenue

Target Audience: People (mostly women) caring for an elderly loved one

Value Proposition Submitted: Quality information and chance to get our free assistance

A Place for Mom

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Live OptimizationA Place for Mom

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Live Optimization

Primary Objective: Software Service Contract Notification

Target Audience: Software customer with active service contract

Value Proposition Submitted: Inform customers of software download option and new training benefit

National Instruments

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Live Optimization

National Instruments

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Live Optimization

Primary Objective: For recipients who are hiring to call/email about the featured job candidates

Target Audience: Hiring managers or small business owners

Value Proposition Submitted: Saving time/money/energy by introducing recipients to our best candidates

Reliance Staffing

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Live OptimizationReliance Staffing

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Live Optimization

Primary Objective: Download publication highlighting PwC expertise

Target Audience: Deal professionals

Value Proposition Submitted: Insights to improve deal ROI

PWC

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Live OptimizationPWC

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• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa @DanielBurstein

• Jon Powell, Senior Manager of Research and Strategy MECLABS/MarketingSherpa @JonPowell31

Thank You

https://twitter.com/danielburstein

https://twitter.com/jonpowell31

Email Marketing: How Overcoming 3 Common Errors Increased Clickthrough Rate by 104%

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Transcript of Email Marketing: How Overcoming 3 Common Errors Increased Clickthrough Rate by 104%